AOL unveils rebranding drive
Tuesday 24 November 2009
What do goldfish, four abstract scrawls and an obscene hand gesture have in common? They are all variations of the internet company AOL's new corporate logo as it prepares to split from Time Warner.
Time Warner's merger with AOL in 2000 has come to be seen as one of the most ill-advised deals in recent history. The divorce has been protracted and messy, but the two will finally separate on 10 December, when AOL shares start trading independently in New York. To celebrate, one of the original internet giants is changing its image to help revive its fortunes. It is overhauling the business in the next few months and will shed 2,500 jobs, or one-third of its staff.
Gone is "AOL" in capital letters and a blue triangle. In comes "Aol." (don't forget the full stop) and a web portal "committed to creating the world's most simple and stimulating content and online experiences". The new typeface, set against a series of images, is described as "one consistent logo with countless ways to reveal". It was designed by Wolff Olins, the agency that came up with the much-derided logo for the London 2012 Olympic Games. Tim Armstrong, chairman and chief executive of AOL, said the branding was "uniquely dynamic", while his marketing team added: "The identity ... is a platform for expression and creativity reflecting the content, products and services Aol offers."
The "Aol-dot" logo will be consistent but is used with varying backgrounds and animations, including graffiti-style scrawls, a goldfish and a hand gesture often seen at rock concerts. AOL would do well to avoid using the latter in Italy, where it is an insult, indicating a man whose wife has been unfaithful.
Life & Style blogs
McDonald’s launches clothing line using Big Mac prints
Facebook to test 747-sized drones that will beam broadband to the entire world
The distress of some Zayn Malik fans is real, and they need support, say experts
Chair-bound workers 'should move around every hour to reduce physical and mental health risks'
American Apparel gets another ad banned by advertising watchdog for sexualising children
Nigel Farage brands LGBT activists 'filth' and 'scum' and accuses them of scaring away his children after they invade his local pub
Ukip supporters are 55 or older, white and socially conservative, finds British Social Attitudes Report
JK Rowling responds to fan tweeting she 'can't see' Dumbledore being gay
Russia threatens Denmark with nuclear weapons if it tries to join Nato defence shield
Jeremy Clarkson sacked live: Alan Yentob 'wouldn't rule out' ex Top Gear host's BBC return
Germanwings plane crash live: Andreas Guenter Lubitz intentionally crashed flight 9525 into the Alps in act of mass murder and suicide – latest
- 1 Germanwings crash: Police make 'significant discovery' at home of co-pilot Andreas Lubitz
- 3 Zayn Malik already working on solo material, just days after quitting One Direction
- 4 The West has it totally wrong on Lee Kuan Yew
- 5 #FreeTheNipple: Women in Iceland bare breasts in solidarity with trolled student
iJobs Gadgets & Tech
£30000 - £40000 per annum: Recruitment Genius: Our client is looking to find a...
£21000 - £23600 per annum: Recruitment Genius: An exciting opportunity to join...
£22000 - £28000 per annum: Ashdown Group: This is a large multi-site operation...
£50000 - £65000 per annum: Recruitment Genius: Due to continued business growt...